Ahead Of The Curve

While it started out as a souvenir company, Shubhra Chadda’s Chumbak is today a lifestyle brand, competing with the best

Chumbak co-founder Shubhra Chadda is the brainchild behind the brand. From the start, she has been the one in control of the product and design journey of the brand. She ensures continuity as well as diversity in the Chumbak design story. Closely managing the product story at Chumbak, Chadda has seen the brand go from a souvenir company to a leading design house that offers curated mix of clothing, accessories and home décor.

Growing the brand from a retail and design perspective from its roots as a souvenir brand to a lifestyle brand that it is today, has been an achievement that Chadda is immensely proud of. The gifting industry has been traditionally dominated by a few players and categories, but with Chumbak’s unique design language and colourful and happy value proposition, the brand has transformed itself into a great gifting partner for today’s Indian, who is looking for greater variety and a lot more thought in the kind of product he or she is gifting.

With Chumbak’s offering ranging from home, collectibles to fashion, the choices ensure a consumer never walks out without the perfect gift. Every year Chadda helps her product team in curating and creating a wide variety of collection for customers and ensures the availability of the right product at the right price, and always well-timed for the major gifting seasons in the year.

Ensuring the design story keeps up with the brand and the changing times has also been a key achievement in maintaining relevance for the brand, which has always been ahead of the curve. Currently Chumbak’s products are available in 22 stores. The company is looking to expand to over 60 in the next two years. It is also looking to build deeper relationships between its marketplace partners such as Myntra and Amazon with a keen eye on growing its fashion portfolio. It is also building a stronger retail network by initiating discussions with MBO (multi-brand outlets) and LFS (large-format stores) partners.

Chumbak is currently operating out of 11 cities across the country besides its marketplace partners.